Finance
UK's frasers discloses stake in German shoemaker puma
Published by Global Banking & Finance Review®
Posted on March 5, 2026
2 min readLast updated: March 5, 2026
Quick Summary
Frasers Group, the UK retail conglomerate, revealed in a regulatory filing on March 5, 2026 that it holds a near‑6 percent equity stake in German sportswear maker Puma, marking a notable investment in the brand.
Mike Ashley's Frasers takes near 6% stake in struggling sportswear brand Puma
Frasers' Investment and Puma's Current Market Position
March 5 (Reuters) - Billionaire Mike Ashley's Frasers has become the second-largest shareholder in sportswear brand Puma after taking a near 6% stake in the German company, a filing revealed on Thursday.
Shares in Puma were up more than 6% as of 1140 GMT, while Frasers was marginally higher.
Puma's Financial Struggles and Competitive Landscape
The German company, which suspended its dividend amid annual losses last week, has been struggling to capture market share amid stiff competition from legacy peers Nike and Adidas as well as newer players like On Holding.
Frasers' Strategic Approach to Investments
Frasers has in the past used its minority shareholdings in companies as leverage to push for strategic changes, or encourage them to sell its products or adopt its services. It declined to comment on the shareholding.
Frasers' Broader Retail Investments
The British company already has substantial investments in multiple retailers, including Debenhams, ASOS, and AO World.
Puma is a major supplier to Sports Direct, which accounts for the bulk of Frasers' profits.
Recent Developments in Puma's Shareholding
The stake disclosure comes more than a month after China's biggest sportswear brand and Fila owner Anta Sports Products agreed to buy a 29% stake in Puma for 1.5 billion euros ($1.74 billion) from Kering shareholder Artemis.
Anta's Ambitions and Board Representation
Anta had suggested it would seek a board seat at the German brand when it laid out plans to become the largest shareholder in January.
Exchange Rate Information
($1 = 0.8612 euros)
(Reporting by Prerna Bedi in Bengaluru, Helen Reid in London; Editing by Shailesh Kuber and Jan Harvey)
Key Takeaways
- •Frasers Group now owns nearly 6 % of Puma shares following a filing on March 5, 2026, signaling its strategic positioning in the German sportswear market (Reuters) (en.wikipedia.org)
- •Puma’s largest shareholder remains Anta Sports with a 29.06 % stake acquired in January 2026, giving context to Frasers’ position in the ownership hierarchy (en.wikipedia.org)
- •The disclosure aligns with Frasers’ broader investment strategy in premium and sports brands, echoing its recent stakes in Hugo Boss and Accent Group, reinforcing its expansion ambitions in the sporting and lifestyle retail sector (fashionunited.com)
References
Frequently Asked Questions about UK's Frasers discloses stake in German shoemaker Puma
1What percentage stake does Frasers own in Puma?
Frasers owns a near 6% stake in German sportswear brand Puma.
2Which country is Frasers based in?
Frasers is a British sportswear and fashion retailer based in the United Kingdom.
3When was the stake in Puma disclosed?
The stake was disclosed in a filing on Thursday, March 5.
4Who reported and edited the news about the Frasers Puma stake?
The article was reported by Prerna Bedi in Bengaluru and edited by Shailesh Kuber.
